Google Will Again Prioritize Faster Sites in Mobile Search

Google Will Again Prioritize Faster Sites in Mobile Search

Google today announced a significant change in how it ranks websites for mobile searches: it will now take page speed into consideration as one of its signals, the company says.

Notably, Google has been ranking desktop searches based on speed since 2010, so the move on mobile searches is not without precedent.

Developers are encouraged to think broadly about how performance affects a user's experience of their page and to consider a variety of user experience metrics. The change, which Google is referring to as the "Speed Update", will go into effect in July 2018, and will downrank very slow websites under certain conditions. Interestingly, Google also says that a slow webpage may still rank higher if it has relevant content. Developers have been presented with tools to test their webpages to make sure they don't get penalised in terms of ranking.

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This will affect a small percentage of queries.

A tool that indicates how well a page performs on the Chrome UX Report and suggests performance optimizations. The Chrome User Experience Data? "It applies the same standard to all pages, regardless of the technology used to build the page". The search giant attributed the change to its users caring about the speed of a webpage.

Google's Search ranking algorithm takes into account a number of factors when ordering results. Slow pages won't be completely banished, either.

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